The latest TAM Sports report reveals a significant uptick in television advertising during the initial phase of IPL 18, with ad volumes rising by 7% in the first five matches compared to IPL 17. This increase is accompanied by a broader array of advertising categories and a higher number of advertisers, indicating growing interest from brands looking to capitalise on the tournament’s vast viewership.
According to the report, the number of advertising categories expanded by 12%, climbing from over 40 in IPL 17 to more than 45 in IPL 18. The number of advertisers also surged, rising by 29%—from over 40 in the previous season to more than 55 this year. Shifting trends in category dominance have also emerged. In IPL 18, mouth fresheners took the lead with an 11% share of total ad volumes, surpassing e-commerce gaming, which held the top spot in IPL 17 with a 19% share. This season, e-commerce gaming ranks second with a 10% share, while biscuits and smartphone brands each account for 8%. Notably, the automobile sector made its way into the top five, with cars securing a 6% share of ad volumes.
Several new brands have entered the IPL advertising space this year. Parle Platina Hide & Seek leads the pack, followed by Apple’s iPhone 16E. Other fresh entrants include Rajshree Silver Coated Elaichi, Campa Energy Drink, and the Association of Mutual Funds in India (AMFI). Parle Biscuits emerged as the most prominent advertiser in most matches, except for the tournament’s opening game. In terms of category shifts, IPL 18 introduced new segments such as biscuits, cars, corporate-financial institutions, e-commerce services, and auto rental services. On the other hand, some categories that were present in IPL 17, including Airtel Xstream Fiber, Fogg, Kamla Pasand Silver Coated Elaichi, and Cadbury Dairy Milk Chocolate, are missing from this season’s ad lineup.
Overall, IPL 18 has witnessed the arrival of 20 new categories and 67 new brands in its advertising space compared to the corresponding period last year.